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‘Ownership is the Single Most Important Issue’ in AI

“Ownership is the single most important issue. All other issues have a cascading effect from ownership,” says Dan Gardner, Chairman of the Code and Theory network (who will join Stagwell’s AWNY AI debate). Consumers and artists are reckoning with the reality that generative AI models are sometimes trained on copyrighted materials without the owners’ consent – and they are suing. These suits will shape early ethical frameworks for AI; marketers should keep their eyes on companies like Midjourney and StabilityAI, who are squarely in the crosshairs of this wave of action. Read Dan’s commentary in The Drum to learn about the other debates shaping genAI in 2024. 

Will AI Make Us More Creative or Destroy Innovation?

Consumers certainly have an opinion. “Creativity custodians,” the subset of the consumer market most worried about the impact of AI on creative pursuits, media and content, worry that all new media might end up feeling bland and unoriginal. One way marketers can bridge the gap? National Research Group suggests brands add limits to generative AI functions that prevent them from imitating the styles of specific artists, writers, and creatives. 

Are Consumers as Polarized by AI as the Industry Is? 

Consumers lean towards realism when it comes to AI, with 59% believing it’s a valuable tool for society, but only if used carefully and responsibly. Further, a plurality (35%) can be described as “Pragmatic Pioneers” – those who acknowledge AI is here to stay and are concerned primarily with how it is implemented and who has access to it. For those looking to navigate this evolving landscape, NRG’s Accountable AI Playbook offers a roadmap to align with consumer expectations and shape the next phase of AI implementation in your organization.

AI, Elections, and Evolutions at AWNY 2023

Stagwell will host a series of AWNY23 panels on all our favorite topics: artificial intelligence, the no-holds-barred battle between commercial and political advertising coming in 2024, and how to build modern, transformative agencies. Must-see panels from our team to catch next week:  

• Bots vs. Brains: Does AI Have Promise, or Does it Promise to Fail Us?  – hosted by Stagwell with experts from Code and Theory, NYU Stern, Enthusiast Gaming, and Google –Oct. 17, 2:10-2:40 p.m.
• The Creative Agency Identity Crisis – hosted by CPB and moderated by Campaign US – Oct. 18, 2:10-2:40 p.m.
• Balancing Act: How to Authentically Navigate the Political Circus – hosted by Assembly with Betches and Campaign U.S. – Oct. 18, 4-4:30 p.m. 

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Newsletter

Our Theme This Month: Leadership

Helen James, CPB Europe

Helen James in the CEO of CPB Europe and the co-founder of Creative Equals Business, a leadership programme and community for women in the creative industries. She is focused on ensuring more women in marketing and creative roles are able to thrive at the top. Read more from Helen in her monthly Marketing Week column.

Agency Spotlight

Anomaly partnered with MINI for its biggest launch in recent history. The work introduces the new range of All-Electric MINI with a campaign that unveiled an energetic and refreshing series of stylized looks promoting the new cars. Experience this exciting campaign here.

CPB London continues to break conventions with The Glenlivet for the launch of its Twist & Mix Cocktails. They created films and imagery to showcase the innovative, premium ready-to-serve experience featuring The Glenlivet’s collection of whisky-based cocktails.

Locaria founder & CEO, Hannes Ben weighed in on the challenges and opportunities of multilingual content creation, how AI can lend support, and why we need to move beyond ‘translation’ with LBB:  Beyond AI in Translation: Addressing Multilingual Content Creation

If you require any additional information on Stagwell, our agencies or what we’ve shared, we would be more than happy to assist you. Please don’t hesitate to contact us.

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Mark Penn

Stagwell’s Risk and Reputation Unit has been traveling around the country to brace business leaders for a contentious election cycle. This month’s edition of Hitting the Mark – my analysis of developments at the intersection of business, marketing, and politics for modern C-Suite leaders – dives into the three dominant trends we’re seeing this cycle: big business in the political crosshairs, rising polarization among consumers and a longer tail to recovery in reputational crises.

It’s become clear to me that business doesn’t have anyone on their “side” these days. Both Republicans and Democrats are more than willing to turn business into a punching bag to rally their bases. The government is zeroing in on Big Tech with historic antitrust suits, and a new battleground of AI regulation is forming. This debate season, even if your brand is not overtly political, you might find yourself mentioned by a candidate who wants to call out business to fan partisan flames – with little notice and millions of Americans tuning in live.

Rising polarization is making the situation worse. In a 50/50 country, brands that normally enjoy 80% support will fall to 50% if they enter politics the wrong way. To insulate themselves, brands need to avoid activating their consumers’ “political brains.” Once you make consumers think they’re casting a vote when making a purchase, you are dividing your base and subtracting from your brand support.

Brand crises and reputation recovery also look different these days because of that rising polarization. It used to be brands faced crises over their products, services or governance – like Boeing’s 737 Max tragedies, Wells Fargo’s fraudulent accounts or BP’s Deepwater Horizon oil spill. But after an initial dive, when those companies refocused on their competencies, their reputation started recovering within 2-3 years in a U-shape. Today’s corporate crises are driven by politics and culture war issues, and increasingly look like an L-shape with no reputation recovery in sight.

Bipartisan political counsel is one of the strongest tools a business can leverage over the next 18 months. Our integrated Risk and Reputation Unit is here to help businesses navigate the political minefield. For more information on the Unit’s multi-pronged approach for clients starting with an audit of major stakeholders, visit our website. If you would like to request one of our briefings or learn about our indispensable audit, a must for every business, please reach out.

Until next time,

Mark Penn

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HOT MEDIA BUYS

(hint: it’s not the national news) 

Marketers don’t just have to pay attention to the presidential election. Advertising spend is projected to hit $9B in down-ballot races concentrated in fewer and fiercer statewide races for Senate, U.S. House, Governor, and other state/local races. Consumers in Las Vegas, Reno, and Philadelphia will bear the brunt of the political advertising blitz, ranking among the “hottest” markets in Assembly’s predictions. Read the full report to learn more. 

HELPING BRANDS PLAY

AT THE ‘SUPER BOWL’ OF NEWS 

Risk isn’t the only thing awaiting brands this political cycle; there’s opportunity, too. The election is the Super Bowl of news and poll watchers, creating a huge, highly engaged audience for marketers to (carefully) tap.  Stagwell is partnering with RealClearPolitics to create an enhanced polling experience for all voters and fresh ways for advertisers to engage this underutilized segment. Dive in here.  

CAMPAIGNING IN THE AGE OF AI

69% of respondents to the July Harvard Harris Poll believe presidential campaigns are already using AI in their advertising — and 81% think presidential campaigns should disclose their use of AI. Learn more about the dos and don’t’s of AI in political advertising from leaders at Stagwell’s Code and Theory and Assembly here. 

Stagwell Can Help Your Brand Get Ready for Decision 2024

Hear from our CEO Mark Penn about our work on how to navigate risk, reputation, and opportunity in 2024; Reach out to request a consultation for your business.  

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Salesforce’s Marc Mathieu on Making AI Organizations Work

Integrating AI into your business is about more than just acceptance; it’s about embracing AI as a tool rather than seeing it as a threat. Marc Mathieu, Co-Founder of Salesforce Web3 Studio, sat down with Kara Place, CEO of Instrument, to discuss the relationship between humans and AI — expectations for the future, opportunities and responsibilities. Stream the interview here.  

Developing Your Agency’s AI Strategy 2023

As companies race to embrace AI, they must also tread carefully, balancing the competitive advantages that can be unlocked through this technology against growing consumer consciousness of its risks and dangers. A new report from Stagwell’s National Research Group, “The Accountable AI Playbook,” serves as an indispensable compass for business leaders across industries looking to future-proof their organizations through the power of AI. Download the report here.

Behind Instrument’s Work for Dreamforce

Instrument – a digital shop within the Stagwell network – has been a long-term partner of Salesforce for their annual conference, and this year, the team designed and developed the conference website, along with custom features for the mobile application that extend the magic of Dreamforce beyond the boundaries of the in-person event. Explore their work here and visit Instrument’s site to learn more about their approach to building connected brand experiences.

Stagwell Can Help You Lead on AI

When it comes to cutting through tech hype cycles to find long-term innovation, you want a partner with a track record of digital innovation and a healthy dose of skepticism. Reach out to Lauren Dean, VP, Strategic Growth, to connect with experts across Stagwell who are building the runway for the next 12-18 months of AI-powered digital transformation across global marketing organizations.

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Seeding Tomorrow’s Success

“There are $300 billion dollars of unmet demand for Black consumers in the U.S. market alone,” says Freddie Williams, BECA Future Leader and Johnson & Johnson Senior Manager, Innovation. Learn more about Amplify, an AI tool, created by Williams alongside Kara Smith, Brianna Boles-Marshall, and Cleyana Mayweather, which empowers brands to see the positive outcomes of investing in Black creators here.

It’s Time to Give Everyone a Seat

Artificial intelligence (AI) is the biggest transformation to hit marketing in years – but it’ll take human steering to ensure it shapes an equitable future for all. BECA Future Leaders Tiffany Daniel, Amanda Mitchell, and Jared Johnson have created a human-driven AI solution, Onyx, that enhances and amplifies Black talent. Watch the interview with Jerri DeVard, BECA Founder to learn more about their team efforts toward bringing diversity to the decision-making table.

Success is a Dish Best Shared

“I think it is very important for leaders to be aware that they need to lift as they climb,” says Freddie Williams, BECA Future Leader and Senior Manager for Innovation at Johnson & Johnson. Williams joined us at SPORT BEACH to discuss how leaders can drive change and promote diversity, equity and inclusion within their organizations and the industry at large. Tune in here.

Get Your Head in the Game

Missed Sport Beach this year? Luckily for those who didn’t attend, coverage of main stage panels and more than 140 Content Studio interviews are available on Stagwell’s YouTube channel, with more great content on Instagram and LinkedIn. Interested in working with us? Reach out to Ryan Linder, Global Chief Marketing Officer, or Robyn Freye, Chief Growth Officer, North America. 

Scratching your head on where to start with AI transformation? Reach out to connect with our team of digital experts.

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Code and Theory’s Dan Gardner on “The Age of Anticipation” 

In an exclusive interview with FINTECH.TV, Dan Gardner delves into how AI is revolutionizing creativity. Stream the interview to discover how Code and Theory is collaborating with Oracle Cloud Infrastructure to build innovative use cases for GenAI across financial, automotive, hospitality, and retail industries.

Klarna CMO Talks ChatGPT Partnership and “Smooth Shopping”

Klarna, known for its bold experimentation, partnered with ChatGPT to bring “smooth shopping” recommendations to consumers, powered by conversational AI. In a candid conversation, David Sandstrom, CMO at Klarna, shares insights into the implementation of this partnership and how it’s poised to enhance the online shopping experience through GenAI. Stream here.

Mastercard’s Raja Rajamannar on the “Fifth Paradigm of Marketing”

Mastercard’s CMO Raja Rajamannar sheds light on the “5th Paradigm of Marketing” which is all about the convergence of over 20 technologies like AI, AR, blockchain, wearables, and more on the consumer experience. Hear from Raja and Constellation Network Chair Justin Lewis about how to harness this paradigm for future digital success. 

10 Mini-Revolutions AI Will Bring to Marketing

Right now, we’re building the runway at Stagwell for AI-based digital transformation to enhance brand-customer interactions, make marketers and communications professionals more efficient in their jobs, and deliver personalized entertainment experiences. Read Stagwell Chairman and CEO Mark Penn’s roadmap for AI transformation sweeping marketing, originally published in Forbes.

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The Youth: a focus group of fortune tellers

“Gen Z is the first digitally native consumer segment. They have a long path to purchasing and you need to understand them in a fully nuanced and intersectional lens. They are more than just a demographic; they are the most diverse demographic that marketers have had to address to date.” – Christine Guilfoyle, President of SeeHer.

Guilfoyle joined Christine Fruechte, CEO at Stagwell’s Colle McVoy at SPORT BEACH this June to unpack Gen Z’s important role in the consumer market, gender equality and the demand for more recognition of female athletes. Listen in here.

Make New Fans, but Keep the Old (One is Silver and the Other, Gold)

What are younger generations of consumers demanding from brands? Respect, transparency, and shared values. Hear from Marissa Solis, SVP Global Brand and Consumer Marketing at the NFL and Claudia Romo Edelman, Founder of We are All Human on how brands are leaning into equity to drive fandom among Gen Z consumers. 

“Young people are not the future; they are the present”

“Today, Gen Z makes up 30% of the population. They already control over 100 billion dollars in spending power,” Seth Maxwell, Founder and CEO of Legacy Youth Leadership.

Young people want a seat at the decision-making table– and Legacy Youth Leadership is working hard to bridge them and marketers. Watch Seth’s interview with Lauryn Nwanpka, Managing Director, Brand Citizens, to learn more about how your brand can meaningfully engage young consumers.

Get Your Head in the Game

Missed Sport Beach this year? Luckily for those who didn’t attend, coverage of main stage panels and more than 140 Content Studio interviews are available on Stagwell’s YouTube channel, with more great content on Instagram and LinkedIn. Interested in working with us? Reach out to Ryan Linder, Global Chief Marketing Officer, or Robyn Freye, Chief Growth Officer, North America. 

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Connecting Value from Creators to Fans

What exactly does owning your own likeness look like in the age of AI? According to NBA player Spencer Dinwiddie and CEO of Calaxy Solo Ceesay, blockchain and decentralized technologies are giving “the 99%” of creators the tools to own and monetize their own likeness. Tune into their mainstage SPORT BEACH session, where they spoke with Code & Theory Executive Chairman Dan Gardner about what comes next. 

Education: The Key to Success for Brands and Athletes Alike

Student-athletes are dominating the creator economy, taking over TikTok feeds, partnering with big-name brands, and successfully monetizing their many talents. With their continuously growing fanbases, it is important that student-athletes learn how to own their brand as a business, not just as an individual. Stagwell’s Shannon Pruitt caught up with Captiv8’s Senior Director Bryce Adams to discuss the importance of educating both brands and athletes about how to foster meaningful partnerships.

Harnessing the Power of Creators as Brand Ambassadors

Forming genuine relationships with creators, rather than seeing their contribution as a transaction, is how Bridget Bogee, Brand Marketing Lead from Meta, has tapped into creator content to take brand engagement to the next level. Watch her interview with Bria Bryant, Global CMO, Assembly, to learn how. 

Get Your Head in the Game

Missed Sport Beach this year? Luckily for those who didn’t attend, coverage of main stage panels and more than 140 Content Studio interviews are available on Stagwell’s YouTube channel, with more great content on Instagram and LinkedIn. Interested in working with us? Reach out to Ryan Linder, Global Chief Marketing Officer, or Robyn Freye, Chief Growth Officer, North America. 

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How New Teams and Leagues are Unlocking Enterprise Value 

From Pickleball to Slamball and from Philly to San Francisco, new leagues are cropping up and driving massive global fanbases. As investment flocks, hear how the lynchpin of reaching enterprise scale hinges on an audience-first approach to content, products, targeting, and more from former U.S. Women’s National Team Player and co-chair of Bay Football Club Aly Wagner, lacrosse star and Premiere Lacrosse League co-founder Paul Rabil, and Andres Cardenas, director, Brand Partnerships at the Player’s Tribune

Toto, We’re Not in (LA) Anymore: LA Rams on Global Brand Partnerships

Jen Prince – Chief Commercial Officer of the Los Angeles Rams – knows long-time fans can drive big revenue. But what about the future Rams die-hard fan? Hear from Prince and Laura Likos, Global Marketing & Communications Executive from 72andSunny, about how brand partnerships help the Rams grow beyond their LA roots.  

Bringing People Together Through Sports – in the Living Room or 30,000 Feet in the Air 

There’s not a more global experience than flying – and United Airlines is doing everything it can to power a top-notch frictionless experience for consumers. No wonder it’s making fans – even Cardinals’ offensive tackle Kelvin Beachum. United’s Meg Mitchell took the stage with Beachum and 72andSunny CEO Evin Shutt to talk about how United’s getting entrenched in sport communities to help bring consumers around the world together.  

Get Your Head in the Game

Missed Sport Beach this year? Luckily for those who didn’t attend, coverage of main stage panels and more than 140 Content Studio interviews are available on Stagwell’s YouTube channel, with more great content on Instagram and LinkedIn. Interested in working with us? Reach out to Ryan Linder, Global Chief Marketing Officer, or Robyn Freye, Chief Growth Officer, North America.